Written By: Mark Rocket & Katie O’Neill
Published by: Avatar Ltd
February has brought us the highly anticipated Cricket World Cup and a chance for Kiwis to support the Black Caps on home turf. We hope this means they’ll convert their recent great form into a win, and we hope you’re also thinking about winning conversions to bowl the competition over. This month’s newsletter covers conversion optimisation techniques for local businesses, along with our usual selection of tidbits, monthly statistics and sites of interest.
Conversion Optimisation For Local Visitors
For many businesses, from restaurants to lawyers, a key focus is getting in front of your local online audience. Local website visitors are often looking for an immediate solution, with specific needs and wants as web browsers. By meeting these needs, you make sure you’re the website they chose for their solution.
Target local traffic. For an effective local conversion strategy, you need to spend your energies getting the right kind of audience to your website. With paid campaigns such as Google AdWords, this is fairly easy to do – detailed localisation settings allow you to choose which areas searchers see your ads in, and depending on location, you can drill down to suburbs. For organic searchers, consider how to target specific geographic area keywords in your SEO strategy.
Region-specific landing pages linked to your ad. If you’re spending money on paid advertising targeting a specific area, make sure the first page the customer lands on is all about them. It should be a custom-made landing page that gives them information relevant to their location, providing the easiest possible course of action.
Appear with as much info as possible on search engine result pages (SERPs). Local searchers want fast, comprehensive yet not overwhelming details. The perfect way to achieve this balance is to have as much of your information as possible show up on the SERPs, such as address, phone number, map location and opening hours. You can do this by creating a Google+ for Business listing.
Build up reviews. Local searchers will have multiple options available to them when they search, so to stand out a good strategy is to build up reviews. This is an easy way for people using Google search to make a snap judgement about which website to go with. Reviews are attached to your business’ Google+ page, so contact past clients and customers to build up a stock of happy ratings and having 4 or 5 stars next to your business name will give you more click-throughs. It’s a simple and straightforward process.
Train your sales team to convert local clients. Once you have the right visitors on your page, you need to make sure your sales team is ready to convert them. People like calling a local number, so make sure you have one (or a national free phone) with either a staff member on hand or a recorded message and a follow up within the hour. Staff should have local knowledge and be able to answer any immediate questions, as well as continue the sales dialogue and convince the caller that this is the right place for them. Keep a close eye on data and value from these phone calls.
Measure all conversions, including offline ones. Keeping track of your conversions whenever you make a change to your advertising campaign or website is essential for making the right choices in future. Measuring areas such as Google Analytics conversions, email sign ups, brochure or PDF downloads, viewing a menu, new Facebook fans etc is the way to build up an overall picture of how visitors are interacting with your site, and how this correlates to your local sales. Also consider how you’re tracking phone enquiries and people that get to your physical premises via your online marketing.
Businesses with a focus on their local market need to focus on local conversions. In essence, it’s about narrowing down the kind of traffic you attract and making sure you cater to their needs fully.
Statistic Of The Month
$1.33 billion. People may scoff at the popularity of “casual” games such as Candy Crush Saga, but the fact is they’re making a staggering profit for their creators. Through in-game sales of virtual items, Candy Crush has generated $1.33 billion USD for publisher King.
SEO Tools. A mammoth collation of the best tools from around the web for SEO, marketing, web creation and more.
Engagement Factor. Engagement is a difficult to measure but increasingly important aspect of building a strong and comprehensive SEO strategy.
Prevent Pogo-Sticking. Pogo-sticking is a form of user behaviour that can drastically affect your search engine rankings.
Custom Graphics Tools. You don’t have to be a creative genius to create professional looking graphics using a few simple tools.
Intrusive Samsung TV Ads. Users have reported highly intrusive ads during their experience watching Samsung smart TVs, which seem to have been inserted by the TV itself.
Cheap Robotic Arm. A 19 year old is offering instructions on how to build a cheap prosthetic arm for those who cannot afford a full one.
Sites Of Interest
A selection of sites we’ve worked on recently in web design, WordPress setups and/or web marketing.
St Thomas College A private state integrated school for boys from years 7-13, based in Christchurch.
The Cylinder Guy Fast and professional hot water cylinder installation, repair and maintenance services.
Southern Wings(Web Marketing) A New Zealand aviation college that trains commercial-level pilots of both small and large planes.
IoD(Web Marketing) The Institute of Directors helps develop leadership skills for both new and experienced directors.
Great War Exhibition The future site of an exhibition that spotlights the important role New Zealand played during WWI.
Integrity Built A Canterbury-owned building company, covering extensions, partial rebuilds and bespoke design builds.
Cartoon Of The Month
Reprinted With Permission
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